30 life questions that will strengthen your closest friendships
30 life questions that will strengthen your closest friendships

Geraldine Carton

7 comforting films worth watching to take your mind off Covid
7 comforting films worth watching to take your mind off Covid

Jennifer McShane

This Dalkey home, with sea access and incredible views, is on sale for €3.95 million
This Dalkey home, with sea access and incredible views, is on sale for €3.95 million

Megan Burns

Pandemic regrets: 20 things we would have done differently if we’d known what was ahead
Pandemic regrets: 20 things we would have done differently if we’d known what was ahead

Amanda Cassidy

Marianne Smyth, aka @smythsisters, picks 42 summer staples
Marianne Smyth, aka @smythsisters, picks 42 summer staples

Holly O'Neill

Paris Hilton and the physical, verbal and emotional abuse she suffered while at boarding school
Paris Hilton and the physical, verbal and emotional abuse she suffered while at boarding school

Lauren Heskin

Afore After: The new womenswear brand that’s so sustainable, it uses buttons made from Irish milk
Afore After: The new womenswear brand that’s so sustainable, it uses buttons made from Irish...

Sarah Finnan

6 new Netflix picks we can’t wait to watch in August
6 new Netflix picks we can’t wait to watch in August

Jennifer McShane

Friendship fallout in a pandemic: “I realised that nobody had picked up the phone to see how was I doing”
Friendship fallout in a pandemic: “I realised that nobody had picked up the phone to...

Niamh Ennis

Sophie Toscan du Plantier: 10 questions we’re still asking about the case
Sophie Toscan du Plantier: 10 questions we’re still asking about the case

Jennifer McShane

Image / Editorial

Maryrose Lyons on how to stay on top of the digital marketing world


by Edaein OConnell
03rd Jan 2019

We sat down with Maryrose Lyons, digital marketer and social media trainer with Brightspark Consulting, to talk about all things digital marketing and discuss what tools you need to survive in the online world.

When did you first start your social media journey?

I started out in digital marketing in 1999, I was in the right place at the right time and I jumped in right at the start. I was working on websites in the financial services sector, and we were, quite literally, making things up, working out how to make people do things on websites.  It’s called UX now. I set up my business Brightspark Consulting in 2003 offering search and content. I remember I was advising people to write a blog that encouraged interaction when everyone else was writing white papers. Then Twitter happened (2006). Then Facebook.  Instagram. LinkedIn, and Ads. Once again I jumped in at the start and have enjoyed every moment of it since.

Is the marketing world completely shifting to digital? 

I only know my world, and that is all digital!  But I think there is a shift going on. Many people who’ve taken my online social media course are traditional marketers who know they have to get to grips with social.  “I have a 15-year-old daughter who’s brilliant at Instagram” is a comment I get a lot. By the time I’ve finished with them, I want them to be better than their daughter, more confident, more strategic,  and better able to continue doing what they do – but with added social media sparkle.

How do you stay on top of the ever-changing digital world? 

Podcasts and webinars are my favourite way of keeping up. A couple I really like include Jon Loomer (FB Ads), Rick Mulready (FB Ads), Chalene Johnson (Instagram), Storybrand (business storytelling) and of course my most favourite of all – Mark Schaefer (Marketing Companion) and a most excellent blog. I don’t just consume and listen. As soon as I’ve got something new I need to learn, I try it out. When you do, you learn.  And you can quickly decide if something is worth it or not based on the numbers. 

What are your top tips for a person or individual looking to improve their digital presence? 

1. Schedule a time to update your profiles at least once a quarter.  They have got to be fresh.

2. Get good on camera and learn to be comfortable on video because it’s not going away, and once you get the hang of it, video is an incredibly effective way to get your message across on so many levels.

3.  Be consistent.  Show up.  Do your thing. Keep doing it. Measure what works. Tweak. Do it again.  

In your opinion, what are the general key stages in a digital marketing strategy?

Research and strategy. Content creation and planning. Execution. Testing and continuous improvement.

Would you always put quality over frequency and quantity when dealing with social media activity? 

Totally! And I’m so glad you asked that question. I will be covering that in my talk for IMAGE in January. I want to inspire a mini army of people into creating quality content in 2019.  Really focus on making something worthy that solves a problem for your audience.  Publish and share and reshare that, knowing that what you’re pushing is good.  That’s a far more effective strategy over the alternative of producing average content, that no one reads, wants, likes or trusts.  

Do you think video will take over altogether on social? 

Well, there were a few stats being bandied about the last few years that haven’t come to fruition.  Mary Meeker forecast that by 2017, 74% of online traffic would be social video. 2017 came and went and I didn’t see anyone confirm or dispute that fact. There’s another one by Cisco that says, by 2019, video will account for 80% of global internet traffic and 85% in the US.  A couple of years ago, after Facebook declared that video was the new mobile, we were hearing rumours that our entire newsfeed would go video. That hasn’t happened yet, but the current rumours are that the newsfeed will be replaced by Stories, and you know it – they are mostly video. So yes, and no. As with most things you hear in the media about social media, it’s based on truth, but is exaggerated in order to make for a smashing story!

Do you have a mentor?  

I have a business coach who’s brilliant and works at more than just the spreadsheets and stats level. He engages with me as a whole person, and my business is a part of that. I have several good friends who I turn to when I need advice. Streetwise savvy ladies who I utterly respect and admire for what they do, and who are generous to share their insights and cunning. I think Ireland is brilliant for that. There is such a lovely level of friendly co-opetition.  Plenty to go around, and lots of sharing and support going on.


Maryrose Lyons will be speaking at our upcoming Mentoring Workshop on January 31st click HERE to book your tickets or call 01 2719615 or email: [email protected]

Date: January 31

Place: The Westbury Hotel

Time: Champagne reception from 6.30pm

Tickets: €45 

*Includes luxury gift bag

Also Read

CULTURE
Reality Bites: TV shows like Love Island are warping our minds

It may be the most unifying show on television, but shows like Love Island are promoting some pretty damaging messages....

By Amanda Cassidy

EDITORIAL
Book gift ideas for every kind of reader

Anyone who said books and socks make for boring gifts has clearly never received a delightfully absorbing book or a...

By Amanda Kavanagh

EDITORIAL
‘In a public health emergency, why does so much of the post-pandemic talk revolve around drinking?’

No other European country is having the same public order challenges our capital city is experiencing, writes Amanda Cassidy I...

By Amanda Cassidy

house for sale in Rathmines
EDITORIAL
This beautifully finished end of terrace on Rathmines Road is on the market for just over the million mark

Built around 1860, the Victorian house for sale in Rathmines has all of the period features you would expect with...

By Lauren Heskin

EDITORIAL
The Howth train attack represents a lawlessness that makes me fear for my daughters

I fear the true fallout of Covid on our cities is just getting started, writes Amanda Cassidy As the pandemic...

By Amanda Cassidy

EDITORIAL
‘Quite interesting’: Princess Anne comments on The Crown

We’ve all heard that the royal family don’t exactly gather round to watch The Crown, but one member has shared...

By Jennifer McShane

Britta Baranowsky The Flowerfield
EDITORIAL
Happy World Bee Day: These are the best bee-friendly flowers to plant right now

Attracting bees to your outdoor patch is a cinch, with a little forward-planning. We speak to two flower growers in...

By Amanda Kavanagh